when pollution levels are high, her hair changes color and her expressions also change. the chinese government is taking air pollution more seriously because of the growing number of complaints by anxious citizens. >>> women in saudi arabia have to wear head scarves and long attire according to islamic law but can put on with whatever they like underneath. more and more are focusing on fashion and beauty products. businesses from japan have jumped to take advantage of the opportunity. nhk world has the story. . >> reporter: saudi arabia is known as one of the world's most conservative muslim countries. women here typically cover themselves from head to toe when out in public. visitors at this event are getting a look at some decidedly more colorful options. this is an exhibition of japanese fashion products at a department store in riyadh. as you see, the store is full of saudi arabian women and the products are very popular among them. representatives from 17 companies have come to present their goods. the japan external trade organization or jeto is hosting the event.